Pizza Talk, Tips for Pizza Operators: Web Ordering Upsells

Pizza Talk, Tips for Pizza Operators: Web Ordering Upsells Copyright 2005 by rudy Vener





One of the most attractive features of online or web ordering

is that it upsells for you. LaRosa's Pizza in Cincinnati, Ohio

states that their average online orders are $1.25 more than

their phoned counterparts. In the May/June 2005 issue of Pizza

Marketing Quarterly, Two Guys Pizza of Moreno Valley,

California, said their online orders averaged over $8.00 more

per order.

Why are online orders significantly larger than phoned orders?

There are probably several reasons for this. The online ordering

process itself is far more leisurely. Online customers have no

pressure to finish their order quickly. They can browse the

online menu and make selections at their own pace. This alone

could ensure the customers do a more thorough job of placing

orders. But the online menu itself makes a contribution by

reminding each customer to include beverages, appetizers and

extras.

A properly designed online menu will always display all the

menu areas on screen. So when a customer is choosing an entree

or pizza, there is a button or link somewhere on the screen

reminding him to include a beverage, an order of breadsticks or

a dessert. Best of all, it does this automatically for every

customer, every time, without needing to be trained or reminded.

No matter how well trained and patient your employees, when a

customer is talking to them on the phone, there is always an

unspoken understanding that the customer needs to finish placing

the order because the employee must serve other customers or

return to cooking. This need to finish is absent from the online

ordering experience. The lack of pressure coupled with the

online menu's subtle reminders, results in larger tickets from

web orders.



About the Author:

Rudy Vener is president and founder of Pizza Galaxy

Internet Marketing Services. Rudy has combined his more than

two decades of experience in software design with his love of

pizza to help pizza operators market their shops and

restaurants to their local communities on the internet with

online ordering, email marketing and other Internet strategies.

Visit Pizza galaxy at http://www.pizzagalaxy.com to find out

how he can help you.